Spring is the time of total renewal. And spring is definitely the best time to start performing changes and reshaping yourself! From March 12 to March 15, the BATIMAT RUSSIA 2019 exhibition was held – the show of design, building technologies and interior solutions. The exhibition has made a breakthrough towards design, fresh ideas in order not only to maintain its position, but to make progress, so that exhibitors could derive more benefit from participation in this event.
IDG marketing director Simha Malachi shared her opinion on participation in BATIMAT RUSSIA, remarkable collaborations, innovative materials and trends in wall decoration industry.
What innovative wall covering materials are you particularly proud of?
We are proud of our technical experts who work in the research and development department creating innovative products.
Among our recent developments, we would particularly like to mention OlstaCrystalair paint – the first paint released in Russia with neutralizing formaldehyde function. Now it became possible to make the air in the room cleaner with the help of paint. It is a paint that truly cares about your health. And of course – 196 natural shades of the original OlstaNorthland palette.
Another significant product that went on sale is Decorazza Microcemento. This is a modern product for floor and wall finishing, which creates a durable water-proof and wear-resistant coating and is suitable for wet rooms with direct contact with water.
Designers and architects will certainly appreciate the possibility of using Microcemento for interior design, furniture and decor. The Microcemento catalog includes 21 original colors, and, in general, this material has no restrictions on tinting to other colors. It may be tinted into desired color using the trial method.
What emerging trends can you point out?
At the moment, the trend for environmental friendliness and sustainable coatings still remains relevant. We believe that this trend will evolve, and more and more products like Crystalair will appear on the market, giving additional, non-standard advantages to the final consumer.
The second ever-growing trend is DIY. People are increasingly thinking about using their money rationally and spending it wisely. Speaking about decorative finishing materials this trend means the ability to apply the coating by yourself and get a guaranteed result. That’s why materials and effects, which are easy to apply, are in great demand.
The situation on the Russian market. How will the market of decorative coatings change within the next 5 years?
As recent practice shows, 5 years is a period long enough for forecasting. If the country maintains the existing economic situation, including the import substitution and localization of foreign production, we will see an even more saturated market of decorative finishing materials, new market players will appear. In any case, at the same time the end consumer will win, producers will be forced to produce new, original products and offer a price matching consumer ability.
Do you plan any interesting collaborations? For example, the color palette extension of Velours coatings by the French architect Pascal Gravaud, etc.
We have already begun the year 2019 with a very interesting collaboration with designer Natasha Shevchenko. The result of this work was the effect of FLYING FISH, which complemented the collection of the same name created by the designer. All the visitors of the BATIMAT RUSSIA 2019 exhibition could see the result of the creative process, and there were a lot of such people. The stand of the talented interior designer and product designer has become the most frequently attended in the Integrated Solutions section.
Considering the successful experience of cooperation with Natasha Shevchenko, this year we will try to surprise our partners and clients with other joint projects with interior designers and architects.
As for cooperation with Pascal Gravaud, this year he will hold a number of workshops and will participate in conferences on working with color. Check out the announcements of these events on the Decorazza website and in IDG ArtDesign groups in social media.
How often do you participate in collaborative projects with designers? And what do you get from such cooperation?
We not only participate, but we also initiate joint projects with designers and architects. Last year we created a catalog of architectural solutions in collaboration with architect Nikita Malikov. In this catalog, Nikita proposed various color and texture solutions for facade finishing in private houses based on Bayramix brand materials.
We also collaborated with interior designer Marina Zherenko – together we implemented the project of Christina Orbakaite’s apartment for Idealny Remont TV program.
And just a few months ago, the Olsta Crystal Air paint became part of the school space, developed by a real master, designer and associate professor of the Department of Furniture Design of S.G. Stroganov Moscow State University of Art and Industry – Elena Cheburashkina.
Cooperation with talented and creative people – designers and architects – gives us, as a manufacturer, the opportunity to see our materials from a different point of view and, of course, to demonstrate the relevance and demand for IDG products at today’s construction and finishing market.
What are the main factors that make up the quality of decorative plasters, textured and translucent coatings?
The quality of decorative coatings and smooth paints (as probably any product in any other industry) depends on the quality of raw materials, instrumentation of production, multi-level testing at the development stage and strict control at all stages of production. And of course, this is all impossible without qualified, dedicated professionals.
Our company also pays special attention to the aesthetic component – the creation of new and unique decorative effects.
What do you consider the competitive advantage of your company, products?
A wide range of products is concentrated in three main brands: Bayramix, Decorazza and Olsta. Thus, we can offer a full range of decorative coatings and smooth paints for interior and facade finishing.
Own production facilities, as well as research and development department allow us to quickly respond to market trends and provide customers with high-quality and popular products.
What new products did you present at BATIMAT RUSSIA 2019?
In addition to the effect of FLYING FISH, we used the Microcemento material to design the tabletop of the reception area, and many designers liked this solution – especially its durability and the possibility of tinting to almost black. So after the exhibition the number of people wishing to apply Microcemento in their own interior has increased significantly.
What are the impressions and results of the exhibition for your company?
Only positive impressions and emotions. Perhaps this was due to the format of our participation: we became part of a large unique project involving several remarkable manufacturers of furniture, light, ceramics, wall panels and floor coverings. The result for the company – the new customers including designers, architects and individual customers.
